Maybe it's supposed to be a prequel to the other games, but I wouldn't be surprised if it was a complete reboot. This is after all the year of the reboot. It seems like developers are all about "FORGET EVERYTHING YOU KNOW!". Castlevania, Zelda (to some extent), Mega Man, Final Fantasy, Metroid and now Devil May Cry. All of them are not necessarily reboots, but they're changing.
Also, may I express my dislike towards the character designers at Ninja Theory? Heavenly Sword wasn't too bad in terms of the heroine design, but that new game Enslaved? I absolutely HATE the main character. Not only is he called "Monkey", but he's also the ugliest thing I have seen in many years. Therefor I am not surprised they've done this to Dante. Brown hair, no trenchcoat.... Hopefully the game will be fun, but the visual style is a real turn-off for me..